The Impact of Social Media Use on Impulsive Buying: The Roles of Enjoyment and Self-Control among Social Media Users in Jakarta and Tangerang
Keywords:
Social Media Use, Enjoyment, Impulsive Buying, Self-Control, PLS-SEM
Abstract
Social media has become both a space for interaction and a commercial channel that encourages unplanned purchases. This study examines the effect of social media use on enjoyment and impulsive buying, and the moderating role of self-control in the relationship between enjoyment and impulsive buying among social media users in Jakarta and Tangerang. The research model was adapted from Chen et al. (2022) and grounded in the Theory of Planned Behavior and the Stimulus–Organism–Response framework. Primary data were collected through an online questionnaire from 175 respondents selected through judgment sampling and analyzed using PLS-SEM with SmartPLS 4.0. The results show that social media use has a positive and significant effect on enjoyment (β = 0.342; p < 0.001) and on impulsive buying (β = 0.201; p = 0.001); enjoyment has a positive and significant effect on impulsive buying (β = 0.304; p < 0.001); and self-control moderates the effect of enjoyment on impulsive buying (β = 0.119; p = 0.036). The model explains 53.4% of the variance in impulsive buying and 11.7% of the variance in enjoyment. These findings offer implications for businesses to design engaging yet responsible content and campaigns, and for consumers to become more aware of their tendency to buy impulsively.
References
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Creswell, J. W. (2014). Research design: Qualitative, quantitative, and mixed methods approaches (4th ed.). Sage Publications.
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Fenton-O’Creevy, M., Dibb, S., & Furnham, A. (2018). Antecedents and consequences of chronic impulsive buying: Can impulsive buying be understood as dysfunctional self-regulation? Psychology & Marketing, 35(3), 175–188. https://doi.org/10.1002/mar.21078
Gajashree, S., & Anand, J. (2021). A study on the impact of social media on consumer buying behaviour of mobile phones in Chennai. Shanlax International Journal of Management, 8(3), 54–59. https://doi.org/10.34293/management.v8i3.3574
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Herabadi, A. G., Verhallen, T. M. M., & van Raaij, F. (2009). Consumption experience of impulse buying in Indonesia: Emotional arousal and hedonistic considerations. Asian Journal of Social Psychology, 12(1), 20–31.
Kawabata, M., & Mallett, C. J. (2022). Progressing the construct of enjoyment: Conceptualizing enjoyment as a proactive process. Discover Psychology, 2(2).
Kaye, L. K. (2021). Exploring the “socialness” of social media. Computers in Human Behavior Reports, 3, 100083.
Kazi, A. G., Khokhar, A. A., Qureshi, P. A. B., & Murtaza, F. (2019). The impact of social media on impulse buying behaviour in Hyderabad Sindh Pakistan. International Journal of Entrepreneurial Research, 2(2).
Kemp, S. (2023). Digital 2023: Indonesia. DataReportal. https://datareportal.com/reports/digital-2023-indonesia
Krasnova, H., Widjaja, T., Buxmann, P., Wenninger, H., & Benbasat, I. (2015). Research note—Why following friends can hurt you: An exploratory investigation of the effects of envy on social networking sites among college-age users. Information Systems Research, 26(3), 585–605. https://doi.org/10.1287/isre.2015.0588
Lahath, A., Omar, N. A., Ali, M. H., Tseng, M.-L., & Yazid, Z. (2021). Exploring food waste during the COVID-19 pandemic among Malaysian consumers: The effect of social media, neuroticism, and impulse buying on food waste. Sustainable Production and Consumption, 28. https://doi.org/10.1016/j.spc.2021.06.008
Leong, L.-Y., Jaafar, N. I., & Sulaiman, A. (2017). Understanding impulse purchase in Facebook commerce: Does Big Five matter? Internet Research, 27(4), 786–818. https://doi.org/10.1108/intr-04-2016-0107
Lin, S.-C., Tseng, H.-T., Shirazi, F., Hajli, N., & Tsai, P.-T. (2022). Exploring factors influencing impulse buying in live streaming shopping: A stimulus-organism-response (SOR) perspective. Asia Pacific Journal of Marketing and Logistics. https://doi.org/10.1108/APJML-12-2021-0903
Mohan, G., Sivakumaran, B., & Sharma, P. (2013). Impact of store environment on impulse buying behavior. European Journal of Marketing, 47(10), 1711–1732. https://doi.org/10.1108/ejm-03-2011-0110
Monicas, S., Mariyappan, N., & Sangeetha, G. (2023). The influence of social media on impulse buying behavior of the customers. YMER, 22(12), 816–824.
Mursid, A. (2021). Effects of sentiment on impulsive buying behavior: Evidence of COVID-19 in Indonesia. Journal of Economics, Business, and Accountancy Ventura, 24(3), 452–465.
Mutia, A. C. (2023). Pengguna internet di Indonesia tembus 213 juta orang. Databoks Katadata. https://databoks.katadata.co.id
Oh, H. J., Ozkaya, E., & LaRose, R. (2014). How does online social networking enhance life satisfaction? The relationships among online supportive interaction, affect, perceived social support, sense of community, and life satisfaction. Computers in Human Behavior, 30, 69–78. https://doi.org/10.1016/j.chb.2013.07.053
Pacheco, D. C., Nunes Caldeira, S., de Serpa Arruda Moniz, A. I., & Dias Lopes Silva, O. (2021). Impulse buying: Psychological, social and technological factors. In 2021 16th Iberian Conference on Information Systems and Technologies (CISTI). https://doi.org/10.23919/cisti52073.2021.9476332
Parboteeah, D. V. (2005). A model of online impulse buying: An empirical study [Doctoral dissertation, Washington State University].
Pellegrino, A., Abe, M., & Shannon, R. (2022). The dark side of social media: Content effects on the relationship between materialism and consumption behaviors. Frontiers in Psychology, 13, Article 870614. https://doi.org/10.3389/fpsyg.2022.870614
Prhatingrum, Y., & Restuningrum, L. (2021). The effect of imprudence, self-indulgence, and lack of self-control on male shoppers’ impulse buying behavior: A case in Indonesia. Advances in Economics, Business and Management Research, 194, 102–108.
Rook, D. W. (1987). The buying impulse. Journal of Consumer Research, 14(2), 189–199. https://doi.org/10.1086/209105
Sarstedt, M., Ringle, C. M., & Hair, J. F. (2017). Partial least squares structural equation modeling. In C. Homburg, M. Klarmann, & A. Vomberg (Eds.), Handbook of market research (pp. 1–40). Springer.
Sugiyono. (2013). Metode penelitian pendidikan pendekatan kuantitatif, kualitatif, dan R&D. Alfabeta.
Tangney, J. P., Baumeister, R. F., & Boone, A. L. (2004). High self-control predicts good adjustment, less pathology, better grades, and interpersonal success. Journal of Personality, 72(2), 271–324.
Truong, Y. (2009). An evaluation of the theory of planned behavior in consumer acceptance of online video and television services. The Electronic Journal of Information Systems Evaluation, 12(2), 177–186.
Valkenburg, P. M. (2022). Social media use and well-being: What we know and what we need to know. Current Opinion in Psychology, 45, Article 101294. https://doi.org/10.1016/j.copsyc.2021.12.006
Verduyn, P., Ybarra, O., Résibois, M., Jonides, J., & Kross, E. (2017). Do social network sites enhance or undermine subjective well-being? A critical review. Social Issues and Policy Review, 11(1), 274–302. https://doi.org/10.1111/sipr.12033
Verplanken, B., Herabadi, A. G., Perry, J. A., & Silvera, D. H. (2005). Consumer style and health: The role of impulsive buying in unhealthy eating. Psychology & Health, 20(4), 429–441.
Vohs, K. D., & Faber, R. J. (2003). Self-regulation and impulsive spending patterns. In Advances in Consumer Research (Vol. 30, pp. 125–126).
Widyayanti, E. R. (2023). Pengaruh social media dan marketplace terhadap perilaku impulse buying dengan digital payment sebagai moderating. Jurnal Riset Akuntansi dan Bisnis Indonesia STIE Widya Wiwaha, 3(4), 1441–1469.
Zafar, A. U., Qiu, J., Li, Y., Wang, J., & Shahzad, M. (2021). The impact of social media celebrities’ posts and contextual interactions on impulse buying in social commerce. Computers in Human Behavior, 115, 106178.
Zhang, Y., & Leung, L. (2015). A review of social networking service (SNS) research in communication journals from 2006 to 2013. New Media & Society, 17(7), 1007–1024. https://doi.org/10.1177/1461444813520477
Zikmund, W. G., Babin, B. J., Carr, J. C., & Griffin, M. (2013). Business research methods (9th ed.). South-Western Cengage Learning.
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T
Alkusani, S. H. (2022). The effects of self-control and ease of transaction on impulsive buying tendencies. Innovation Research Journal, 3(2), 143–148.
Aragoncillo, L., & Orús, C. (2018). Impulse buying behaviour: An online-offline comparative and the impact of social media. Spanish Journal of Marketing – ESIC, 22(1), 42–62. https://doi.org/10.1108/sjme-03-2018-007
Atulkar, S., & Kesari, B. (2018). Role of consumer traits and situational factors on impulse buying: Does gender matter? International Journal of Retail & Distribution Management, 46(4), 386–405. https://doi.org/10.1108/ijrdm-12-2016-0239
Baumeister, R. F., Vohs, K. D., & Tice, D. M. (2007). The strength model of self-control. Current Directions in Psychological Science, 16(6), 351–355. https://doi.org/10.1111/j.1467-8721.2007.00534.x
Bhakat, R. S., & Muruganantham, G. (2013). A review of impulse buying behavior. International Journal of Marketing Studies, 5(3), 149–160.
Chen, S., Zhi, K., & Chen, Y. (2022). How active and passive social media use affects impulse buying in Chinese college students? The roles of emotional responses, gender, materialism, and self-control. Frontiers in Psychology, 13, Article 1011337. https://doi.org/10.3389/fpsyg.2022.1011337
Cholili, F. J. (2023). The effects of self-control on impulsive buying during National Online Shopping Day celebration on students of State University in Malang. Advances in Social Science, Education and Humanities Research, 728, 280–285.
Conner, M., & Armitage, C. J. (1998). Extending the theory of planned behavior: A review and avenues for further research. Journal of Applied Social Psychology, 28(15), 1429–1464.
Creswell, J. W. (2014). Research design: Qualitative, quantitative, and mixed methods approaches (4th ed.). Sage Publications.
Deborah, I., Oesman, Y. M., & Yudha, R. T. B. (2022). Media sosial dan perilaku pembelian impulsif: Peran motivasi belanja hedonis dan orientasi belanja. JMM Jurnal Manajemen Maranatha, 22(1), 65–82.
Degenhard, J. (2024). Social media users in Indonesia 2025. Statista. https://www.statista.com/forecasts/1144743/social-media-users-in-indonesia
Elnina, D. R. (2022). Kemampuan self-control mahasiswa ditinjau dari perilaku impulsive buying terhadap produk fashion. Psikodinamika: Jurnal Literasi Psikologi, 2(1), 1–19.
Fenton-O’Creevy, M., Dibb, S., & Furnham, A. (2018). Antecedents and consequences of chronic impulsive buying: Can impulsive buying be understood as dysfunctional self-regulation? Psychology & Marketing, 35(3), 175–188. https://doi.org/10.1002/mar.21078
Gajashree, S., & Anand, J. (2021). A study on the impact of social media on consumer buying behaviour of mobile phones in Chennai. Shanlax International Journal of Management, 8(3), 54–59. https://doi.org/10.34293/management.v8i3.3574
Garaika, & Darmanah. (2019). Metodologi penelitian (Edisi pertama). CV. Hira Tech.
Ghozali, I., & Latan, H. (2015). Partial least squares: Konsep, teknik, dan aplikasi dengan program Smart PLS 3.0. Universitas Diponegoro.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis: A global perspective (7th ed.). Pearson.
Hair, J. F., Howard, M. C., & Nitzl, C. (2020). Assessing measurement model quality in PLS-SEM using confirmatory composite analysis. Journal of Business Research, 109, 101–110. https://doi.org/10.1016/j.jbusres.2019.11.069
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2022). A primer on partial least squares structural equation modeling (PLS-SEM) (3rd ed.). Sage.
Hair, J. F., Sarstedt, M., Hopkins, L., & Kuppelwieser, V. G. (2014). Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research. European Business Review, 26(2), 106–121. https://doi.org/10.1108/EBR-10-2013-0128
Herabadi, A. G., Verhallen, T. M. M., & van Raaij, F. (2009). Consumption experience of impulse buying in Indonesia: Emotional arousal and hedonistic considerations. Asian Journal of Social Psychology, 12(1), 20–31.
Kawabata, M., & Mallett, C. J. (2022). Progressing the construct of enjoyment: Conceptualizing enjoyment as a proactive process. Discover Psychology, 2(2).
Kaye, L. K. (2021). Exploring the “socialness” of social media. Computers in Human Behavior Reports, 3, 100083.
Kazi, A. G., Khokhar, A. A., Qureshi, P. A. B., & Murtaza, F. (2019). The impact of social media on impulse buying behaviour in Hyderabad Sindh Pakistan. International Journal of Entrepreneurial Research, 2(2).
Kemp, S. (2023). Digital 2023: Indonesia. DataReportal. https://datareportal.com/reports/digital-2023-indonesia
Krasnova, H., Widjaja, T., Buxmann, P., Wenninger, H., & Benbasat, I. (2015). Research note—Why following friends can hurt you: An exploratory investigation of the effects of envy on social networking sites among college-age users. Information Systems Research, 26(3), 585–605. https://doi.org/10.1287/isre.2015.0588
Lahath, A., Omar, N. A., Ali, M. H., Tseng, M.-L., & Yazid, Z. (2021). Exploring food waste during the COVID-19 pandemic among Malaysian consumers: The effect of social media, neuroticism, and impulse buying on food waste. Sustainable Production and Consumption, 28. https://doi.org/10.1016/j.spc.2021.06.008
Leong, L.-Y., Jaafar, N. I., & Sulaiman, A. (2017). Understanding impulse purchase in Facebook commerce: Does Big Five matter? Internet Research, 27(4), 786–818. https://doi.org/10.1108/intr-04-2016-0107
Lin, S.-C., Tseng, H.-T., Shirazi, F., Hajli, N., & Tsai, P.-T. (2022). Exploring factors influencing impulse buying in live streaming shopping: A stimulus-organism-response (SOR) perspective. Asia Pacific Journal of Marketing and Logistics. https://doi.org/10.1108/APJML-12-2021-0903
Mohan, G., Sivakumaran, B., & Sharma, P. (2013). Impact of store environment on impulse buying behavior. European Journal of Marketing, 47(10), 1711–1732. https://doi.org/10.1108/ejm-03-2011-0110
Monicas, S., Mariyappan, N., & Sangeetha, G. (2023). The influence of social media on impulse buying behavior of the customers. YMER, 22(12), 816–824.
Mursid, A. (2021). Effects of sentiment on impulsive buying behavior: Evidence of COVID-19 in Indonesia. Journal of Economics, Business, and Accountancy Ventura, 24(3), 452–465.
Mutia, A. C. (2023). Pengguna internet di Indonesia tembus 213 juta orang. Databoks Katadata. https://databoks.katadata.co.id
Oh, H. J., Ozkaya, E., & LaRose, R. (2014). How does online social networking enhance life satisfaction? The relationships among online supportive interaction, affect, perceived social support, sense of community, and life satisfaction. Computers in Human Behavior, 30, 69–78. https://doi.org/10.1016/j.chb.2013.07.053
Pacheco, D. C., Nunes Caldeira, S., de Serpa Arruda Moniz, A. I., & Dias Lopes Silva, O. (2021). Impulse buying: Psychological, social and technological factors. In 2021 16th Iberian Conference on Information Systems and Technologies (CISTI). https://doi.org/10.23919/cisti52073.2021.9476332
Parboteeah, D. V. (2005). A model of online impulse buying: An empirical study [Doctoral dissertation, Washington State University].
Pellegrino, A., Abe, M., & Shannon, R. (2022). The dark side of social media: Content effects on the relationship between materialism and consumption behaviors. Frontiers in Psychology, 13, Article 870614. https://doi.org/10.3389/fpsyg.2022.870614
Prhatingrum, Y., & Restuningrum, L. (2021). The effect of imprudence, self-indulgence, and lack of self-control on male shoppers’ impulse buying behavior: A case in Indonesia. Advances in Economics, Business and Management Research, 194, 102–108.
Rook, D. W. (1987). The buying impulse. Journal of Consumer Research, 14(2), 189–199. https://doi.org/10.1086/209105
Sarstedt, M., Ringle, C. M., & Hair, J. F. (2017). Partial least squares structural equation modeling. In C. Homburg, M. Klarmann, & A. Vomberg (Eds.), Handbook of market research (pp. 1–40). Springer.
Sugiyono. (2013). Metode penelitian pendidikan pendekatan kuantitatif, kualitatif, dan R&D. Alfabeta.
Tangney, J. P., Baumeister, R. F., & Boone, A. L. (2004). High self-control predicts good adjustment, less pathology, better grades, and interpersonal success. Journal of Personality, 72(2), 271–324.
Truong, Y. (2009). An evaluation of the theory of planned behavior in consumer acceptance of online video and television services. The Electronic Journal of Information Systems Evaluation, 12(2), 177–186.
Valkenburg, P. M. (2022). Social media use and well-being: What we know and what we need to know. Current Opinion in Psychology, 45, Article 101294. https://doi.org/10.1016/j.copsyc.2021.12.006
Verduyn, P., Ybarra, O., Résibois, M., Jonides, J., & Kross, E. (2017). Do social network sites enhance or undermine subjective well-being? A critical review. Social Issues and Policy Review, 11(1), 274–302. https://doi.org/10.1111/sipr.12033
Verplanken, B., Herabadi, A. G., Perry, J. A., & Silvera, D. H. (2005). Consumer style and health: The role of impulsive buying in unhealthy eating. Psychology & Health, 20(4), 429–441.
Vohs, K. D., & Faber, R. J. (2003). Self-regulation and impulsive spending patterns. In Advances in Consumer Research (Vol. 30, pp. 125–126).
Widyayanti, E. R. (2023). Pengaruh social media dan marketplace terhadap perilaku impulse buying dengan digital payment sebagai moderating. Jurnal Riset Akuntansi dan Bisnis Indonesia STIE Widya Wiwaha, 3(4), 1441–1469.
Zafar, A. U., Qiu, J., Li, Y., Wang, J., & Shahzad, M. (2021). The impact of social media celebrities’ posts and contextual interactions on impulse buying in social commerce. Computers in Human Behavior, 115, 106178.
Zhang, Y., & Leung, L. (2015). A review of social networking service (SNS) research in communication journals from 2006 to 2013. New Media & Society, 17(7), 1007–1024. https://doi.org/10.1177/1461444813520477
Zikmund, W. G., Babin, B. J., Carr, J. C., & Griffin, M. (2013). Business research methods (9th ed.). South-Western Cengage Learning.
Published
2026-10-02
How to Cite
Conny Santoso. (2026). The Impact of Social Media Use on Impulsive Buying: The Roles of Enjoyment and Self-Control among Social Media Users in Jakarta and Tangerang. International Journal of Economics, Business and Innovation Research, 5(05), 5730-5753. https://doi.org/10.63922/ijebir.v5i05.6679
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